Heavier Shave Cream
Equals Close,
Smooth Shaves

“It’s a smooth-smooth-slick-slick shave you get
with M-O-L-L-E!”

---
Dan Seymour

Lincoln, Me. (DG)—

Shaving was a daily routine men (who didn’t wear beards)
had to perform. While it was uneventful for some men, others looked forward to
the daily whisker removal session as much as they looked forward to playing with
a nest filled with short-tempered hornets (as stated in the enclosed ad). The
reason for this ghastly attitude was because their shaves irritated the face so
much, the men looked like they were blushing when they really weren’t. The
problem here was something rugged he-men didn’t want to admit they really had---
the combination of a wiry beard and tender skin. Since the face was sensitive,
a quality shave cream had to be used to provide a close shave without
the added bonus of irritation.

During the height of radio’s golden age, there was no such thing as shave
gel or even shave cream in aerosol cans. The modern shave creams of the era was
known as either lather or brushless. Many well-known and not-so-well-known
brands made either brushless, lather, or both. With the many brands on the
market, the object was to find the right shave cream for both tough whiskers and
tender skin. For those men with this problem, they could use any
shave cream brand they wanted to--- as long as the tube or jar said Mollé
(pronounced “Mo-Lay”).

On the commercials, Seymour
used the word “Heavier” in describing Mollé. He didn’t
mean the men would have difficulty lifting the Mollé container or
risk injury putting the shave cream on their faces. The heavier in
Mollé’s vocabulary meant a thicker type of shave cream than the
competition.

When it was applied to the
tender skin of the man’s face, Mollé’s heavier content immediately
went to work in softening every whisker it met. In the process, the softened up
whiskers stood up straight on the face--- just aching for the razor (with a
blade in the razor) to shave them off. Even with hostile blades, Mollé
shaved off the whiskers cleanly, yet left the tender skin on the face feeling as
cool and smooth as a baby’s backside. The best new of all--- Mollé
wasn’t a fussy product. With equal consistency, it softened and stood up light
beards; tough, wiry beards; and any beard in between.

Satisfied Mollé
users found out not only were their faces smooth, clean, and free of irritation,
but their disposition was also on the good side. Instead of hearing profane
language and seeing a beet red face, the family saw their breadwinner in a very
good mood--- even before he had his first cup of coffee. A daily Mollé
shave got the men off to a good start in the day’s activities. What
happened after that wasn’t the shave cream’s responsibility.

In a nutshell, that was what
made Mollé tick--- but since this article is about radio
commercials, there had to be a clever gimmick to catch the listeners’ attention
about Mollé on the air--- and there was--- isn’t that surprising!

With the help of Alexander
Semmler’s Orchestra, the radio listeners will remember Seymour closing out the
Mollé commercials with the famous “Smooth-Smooth-Slick-Slick”
jingle. If the listeners
weren’t aware that Mollé provided smooth
and slick shaves, they were definitely aware of it after the commercial ended.

Mollé may not
necessarily make shaving an event the men looked forward to each morning with
thrilling excitement, but it did eliminate the fear and dread for those men who
had their problems with whisker removal. Satisfied Mollé shavers
found out heavier was better. Even if the day was a total disaster, at least
the morning shave with Mollé turned out right.